M&S launches own-brand pet food range Paws & Pals

M&S has introduced an own-brand pet food range called Paws & Pals.

The retailer said the move is another step in its transformation to become a true “shopping list retailer,” as it gives customers another reason to choose M&S when shopping for weekly essentials.

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The range includes 13 new lines spanning treats, kibble and toppers, and is made from 100% real ingredients with high meat content and added vitamins and minerals. It also marks M&S’s entry into the pet food category under a dedicated own brand.

Alex Freudmann, managing director, M&S Food, said: “We’re focused on becoming a true shopping list retailer, making it easier for customers to do more of their weekly shop with M&S. Pets are part of the family for millions of households, and pet food is a natural extension of our Food business.

“We’ve developed Paws & Pals with the same focus on quality that sits behind every M&S Food product.

“Using 100% real ingredients, grain-free recipes and carefully selected nutrients, we’ve created a range that’s both nutritionally balanced and delicious for pets. Every recipe has been developed to give customers confidence that they’re feeding their pets food made with quality ingredients they can trust.”